Most hoteliers have struggled during this global crisis especially in finding the right balance for optimal revenues at minimal expenses. With even some, opting to focus on sustaining their business through direct bookings and loyal guests rather than with Online Travel Agencies (OTAs). Hoteliers fear that OTA commissions are costly for their business as they can reach up to 25% of each hotel booking.
However, OTAs contribute to 2/3rd of hotel online bookings. It would be difficult to get more bookings during this pandemic without having OTA connections. Maintaining OTA relationships will not only benefit your hotel with more revenues but also an increased audience reach for your hotel.
3 Reasons To Continue Partnerships with OTAs in 2020
1. Wider reach
During this pandemic, travel has become limited and hoteliers therefore need to reach a new target segment to attain more bookings. The behavior for travelers is to first check OTAs first before searching for individual hotel pages. OTAs make the hotel search experience easier for users, the option to compare hotel rates and give complete hotel information. Some OTAs have a worldwide audience which increases the chances of visibility and bookings for independent hotels.
2. Cost-effective marketing
If the hotel has a limited budget for marketing, partnering with OTAs is a good alternative. They have bigger budgets for their own marketing initiatives that can help boost bookings. Every year, OTAs spend millions to attract consumers from around the world to their platforms. Their investment in online traditional marketing channels helps hotels to engage travelers they can’t afford to reach.
3. Trusted by travelers
According to Phocuswright’s survey, 34% of guests trust OTAs as their number one booking platform more than other booking channels. In fact, most hotel guests are even used to booking their travels through these platforms. OTAs are also known to use popular celebrities in their marketing campaigns, thus gaining the trust of millions of guests worldwide.
ZEN eManager: An All-in-one Solution in Boosting Sales and Operations
ZEN eManager is an all-in-one solution that helps hoteliers manage OTA listings, get optimal room rates, and have increased visibility.
ZEN eManager includes:
An exclusive listing on zenrooms.com: ZEN Hospitality Solutions is a trusted brand, with its own Online Travel Agency (OTA) zenrooms.com obtaining up to 1 million monthly website visits. This OTA is exclusive to ZEN hotel partners only to maintain the level of quality of service offered to guests.
ZEN eManager also comes with:
Two cloud-based hotel softwares: ZEN eManager has both eZee Centrix Channel Manager to allow hoteliers to monitor cancellations, re-bookings, and no-shows real-time, in which they can easily adjust room availability in any OTA anytime and anywhere, in one dashboard and eZee Absolute PMS to give a 360° view of hotel operations, in which current occupancy rate, on-site staff, and revenue per available room (RevPAR) can be accessed through the mobile app, or any internet-enabled gadget.
A dedicated revenue manager: A revenue manager straight from ZEN headquarters is assigned to the property to assist with rate parity on OTAs in which the hotel is partnered with. This partnership includes bi-weekly calls between the revenue manager and the hotelier to ensure that both parties are informed with the adjustments on the hotel’s room rates. Moreover, they also assist in optimizing costs with the hotel’s revenue.
Book a free demo of ZEN eManager at: www.zen-hs.com/book-a-meeting.
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